Fall is a time for cozy sweaters, pumpkin spice lattes and new iPhones.

A larger version, called the iPhone Xs Max, has a 6.5-inch, "cinematic" video display. Manufacturers and logistics firms also stand to benefit, as connected devices with embedded eSIMS can be produced in one region, and then easily shipped and tracked across in the world, giving them access to wider global markets.

The devices don't have a home button and feature Face ID in lieu of a Touch ID fingerprint scanner.

The phone includes a dual camera with a 12 megapixel wide-angle camera as well as a 12 megapixel telephoto camera. Both the Xs phones and the Xr can adjust depth of field after a photo has been taken, which is a neat trick.

Apple surprised with a third smartphone, the "lower-end" iPhone XR ($749). The iPhone XR comes in white, black, blue, yellow, coral, and Product Red. The first is the LCD, a 6.1-inch, 326ppi panel with the weird resolution of 1,792 by 828 pixels.

Late previous year Apple was hit with a massive iPhone slowdown scandal that seemed to confirm the conspiracy theory that Apple intentionally slows down older iPhone to force users to upgrade. In 2016, the price of the iPhone 7 Plus topped out at $969.

The iPhone XS gets less batter life than the cheaper XR: 20 hours talkative vs. 25 hours. The iPhone 8 starts at $599.

Of course, the year's second half has started months ago, which means the 85 million+ tally will need to come from roughly three and a half months of iPhone XS/XS Max sales, as well as a little over two months in stores for the more affordable iPhone XR. Well, the pricing starts a lot lower than for the iPhone XS, but the differences between European and USA pricing are still very much there.

The premium iPhone XS is made with stainless surgical grade steel with a new glass formulation and has edge-to-edge screen, Apple said in a statement.

The company is expected to unveil a new Apple Watch that comes closer to an edge-to-edge display and offers new fitness features, analysts say. It is rumored to feature a larger display, faster processor, improved battery life and more. It's "Digital Crown" scroll wheel now has haptic feedback by default when navigating through menus, and its speakers now produce 50% more volume than the Watch 3. (This feature was previously only available via the screen).

The new watch can also detect falls and contact emergency officials. The latest wearable also touts a built-in (and FDA-approved) EKG sensor to help diagnose heart diseases and other conditions. The company says it's the first EKG available over the counter.

"Apple Watch Series 4 is the ultimate guardian for your health, the best fitness companion, and the most convenient way to stay connected", Apple COO Jeff Williams during the press conference. The phones will start shipping on 21 September. At the launch, Apple called it a "breakthrough". The company also reiterated that it's now completely powered by clean energy.